Tesco revamps offer in UK supermarket price wars

Tesco, Britain’s biggest supermarket chain, has revamped its price-match scheme to give shoppers instant reductions on branded goods at the till, the latest shot to be fired in the current price war.

Tesco’s existing ‘price promise’ scheme gives customers a voucher to use on future visits if their basket of goods, consisting of branded and non-branded items, could have been purchased more cheaply at its big four rivals, Wal-Mart’s Asda, Sainsbury’s, and Morrisons.

Under Tesco’s new ‘brand guarantee’ scheme, launched yesterday, if a customer’s branded grocery shop would have been cheaper elsewhere, they will automatically get the difference deducted off their bill immediately, in-store or online.